Cracker Barrel says it “could’ve done a better job” with release of new logo that angered some fans
Written by DEE-ANN DURBIN
Cracker Barrel is standing by its new logo choice while expressing regret to fans who were upset by the announcement of the change last week.
“The past few days have highlighted just how passionate people are about Cracker Barrel. We sincerely appreciate your heartfelt feedback,” the company stated on its website on Monday. “You have also shown us that we could have done a better job at conveying who we are and will always be.”
Last week, Cracker Barrel faced backlash when it unveiled a simplified logo featuring only the brand’s name. The iconic image of an elderly man in overalls leaning against a barrel was removed, along with the words “Old Country Store.”
The logo adjustment was part of a broader rebranding effort that included updating Cracker Barrel’s traditional, antique-filled restaurants with a more modern aesthetic.
The new logo drew criticism on social media, with even Donald Trump Jr. joining in to express disapproval. Some individuals threatened to boycott Cracker Barrel unless the logo was reverted. Taking advantage of the situation, rival chain Steak n’ Shake labeled the new logo as “a superficial attempt to appeal to trend-chasers.”
“Heritage is what has brought Cracker Barrel this far, and now the CEO wants to discard it all,” Steak n’ Shake commented in a statement on X.
Since the introduction of the new logo on August 18, Cracker Barrel’s stock has declined by over 10%.
On Monday, the Tennessee-based company reassured that many aspects of Cracker Barrel will remain unchanged, including the iconic rocking chairs on its front porches and the vintage Americana and antiques adorning its establishments.
Cracker Barrel also confirmed its commitment to preserving Uncle Herschel — the elderly man from the former logo, symbolizing the uncle of the company’s founder — by featuring him on their menu and merchandise.
However, Cracker Barrel expressed its intention to evolve and appeal to a new generation of customers while retaining its core values.
“This entails engaging on different platforms and in various ways, but always with our heritage as the foundation,” the company added in a statement.
Cracker Barrel also stated that it will continue to experiment, learn, and listen to feedback from both its employees and customers.
On Monday, Cracker Barrel’s shares experienced a slight decrease, closing at $54.26 per share.
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